This document discusses the importance of brand relevance over brand preference. It argues that to win, a brand needs to be considered, not just preferred. It provides examples of how brands can achieve relevance through transformational innovation that creates new categories or addresses customer needs in new ways. The document also discusses how brands can maintain relevance over time by continuously innovating, repositioning if needed, and removing any negatives associated with the brand.
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
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Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
Branding is an often under-utilized tool in the small business owner's tool belt. The methods used to choose and build the brand are not clearly understood leaving a huge marketing opportunity untapped.
Small Business Owners will learn to choose, build and protect the brands they use for their business, products and services. A company's brand can become a very valuable asset if the business chooses it properly and consistently builds it.
- Choosing your names and brands
- Methods for building and using the brand
- How to protect your brands
This presentation provides an introduction to brand valuation and, among other things, discusses some of the more prominent methodologies and why they produce such different results. The presentation looks at the importance of brand valuation but also highlights the criticism of the current methodologies. I am retiring this presentation from my lecture series and in future will integrate brand valuation into a broader presentation on brand measurement.
Millward Brown published its 2012 BrandZ Ranking of the Top 100 Most Valuable Global Brands on today, as measured by their dollar value. Apple tops the list for the second year in a row.
You can view this document including an executive summary from Richard Millar here.
5 Strategies to Market in the Digital Age - 2012 Event Marketer SummitDavid Rogers
Based on "The Network Is Your Customer: 5 Strategies to Thrive in the Digital Age" by David Rogers.
Get your free chapter at www.thenetworkisyourcustomer.com
What do industrial markets need to know when it comes to branding? Shari Worthington of Telesian Technology presented this webinar on 2/22/11. Sponsored by MCAA (@MeasureControl)
As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day.
This slide will give strong view of brand & its management
Regards
Rajesh Kumar
Manager: Digital Marketing
JR Infotech.com(www.jrinfotech.com)
Visiting prof : IMT-CDL, IP university
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Creating, nurturing, developing and managing brands - A Snapshot of a 2 day w...Anand Mehta
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
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Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
BMA Chicago - Forget Brand Preference, Win the Brand Relevance War
1. Forget Brand Preference
Win the Brand Relevance Battle
DAVID A. AAKER
Vice Chairman, Prophet
Blog: davidaaker.com
BMA Chicago
October, 2012
Proprietary and confidential
Do not distribute
4. The Computer Industry
Minicomputers
Network Workstations
Graphic Workstations
Build to Order PCs
Brand Relevance 4
5. Customer Decision Process
Brand Relevance Brand Preference
Select Product Determine
Category or Brands Select Brand to Buy
Subcategory To Consider
SUV Audi BMW
BMW
Mercedes-Benz
Brand Relevance 5
6. Routes to Winning
Brand Preference Brand Relevance
Competitor Competitor
Brand Brand
Winning VS.
Means
Not Not
Preferred Considered
Brand Relevance 6
7. Innovation Continuum
Innovation Incremental Substantial Transformational
Offering Noticeable Impact New Category Game Changer
Enhancement On Brand Preference Or Subcategory
Online Shipping
CORNING Gorilla
Glass
Brand Relevance 7
11. The Pay Off
108 Business launches: Those creating new categories or subcategories:
• 14% of sample
• 38% of revenue
• 61% of profits
McKinsey Study: 1,000 firms, 40 years
• New entrants
• Return premium over average for their industry
• First year 13%
• 3% in fifth year
• 1 % in tenth year
New Product Success Correlated with Differentiation
Brand Relevance 11
12. Defining Categories/Subcategories
Applications
Shared Interest
Values that connect
Components to systems
Augmented
relationship
Brand Relevance 12
13. Create Barriers
Execute over the top
Continuously innovate
Nano Shuffle Touch iPad
Be the Exemplar
Branded differentiator
Brand Relevance 13
14. The Power of Branding Innovations
OuterStyle OuterStyle
Alpine Class Fill
Brand Relevance 14
19. “You do not merely want to be considered
just the best of the best,
You want to be considered the only one
who do what you do.”
Jerry Garcia, The Grateful Dead
Brand Relevance 19
20. Relevance Threat
Lose Brand Relevance
No Longer Make What Lose Energy Have Compelling
Customers Are Buying & Visibility Negative
Brand Relevance 20
24. Reposition – “Products” to Delivering “Solutions”
The Solutions Journey
Starting
Point
Commodity Commodity Value Added Services System Integrated
+ Free Products Services/ Products
Services Products & Services
Products
Products Transition
Transition Solutions
Solutions
Deck Title Proprietary and confidential. Do not distribute. 24
26. Relevance Threat
Lose Brand Relevance
No Longer Make What Lose Energy Have Compelling
Customers Are Buying & Visibility Negative
Brand Relevance 26
27. The Decline of Brands
Brand Asset Valuator
•40,000 brands
•44 countries
•70 metrics
•15 years
Trustworthiness down 40% in 13 years
Quality perception down 24% in 14 years
Awareness down 20% in 13 years
Brand Relevance 27
29. Extend the Brand
• Body Wash with Nutrium
• Facial Core Cleanser
• Antiperspirant & Deodorant
• Shampoo with Weightless Moisturizer
• Nutrium Beauty Bar
• Men & Care
$200M
1990
Brand Relevance 29
30. Avon--Branded Program
Raised $640 million since 1992
Educated 100 million women
Brand Relevance 30
32. Relevance Threat
Lose Brand Relevance
No Longer Make What Lose Energy Have Compelling
Customers Are Buying & Visibility Negative
Brand Relevance 32
35. Forget Brand Preference
Win the Brand Relevance Battle
DAVID A. AAKER
Vice Chairman, Prophet
Blog: davidaaker.com
BMA Chicago
October, 2012
Proprietary and confidential
Do not distribute
Editor's Notes
DHL Web Shipping ======= Online Shipping Solutions especially for companies Ability to book, track, and manage express shippings Includes label printing mechanism CORNING Gorilla Glass ======= Glass specifically engineered for the use in smartphones It is thin, light and extremely damage-resistant Developed in the 1960, but it came to success with the use in the first iPhone as Steve Jobs convinced the Corning CEO to start producing it It is currently used in over 600 million devices (smartphones, tablets, etc) Product videos: http://www.corninggorillaglass.com/#videos
Sony Erricson struggled after Apple released it ’s iPhone in the third quarter of 2007 Overall the handset shipments fell from 30.8M in 2007 to 8.1M in Q1 2011 They failed to compete in the areas of innovation and usability against Apples iOS and Googles Android and weren ’t able to position themselves with a well equipped smartphone. Thus, they were not in the considerationset in a rapidly growing sector In 2011 Sony aquired Ericssons stake and completed the acquisition in Febr. 2012
Sony Erricson struggled after Apple released it ’s iPhone in the third quarter of 2007 Overall the handset shipments fell from 30.8M in 2007 to 8.1M in Q1 2011 They failed to compete in the areas of innovation and usability against Apples iOS and Googles Android and weren ’t able to position themselves with a well equipped smartphone. Thus, they were not in the considerationset in a rapidly growing sector In 2011 Sony aquired Ericssons stake and completed the acquisition in Febr. 2012
The Dove story from 200 million to over 2 billion by extending the brand to other products and countries.
Sony Erricson struggled after Apple released it ’s iPhone in the third quarter of 2007 Overall the handset shipments fell from 30.8M in 2007 to 8.1M in Q1 2011 They failed to compete in the areas of innovation and usability against Apples iOS and Googles Android and weren ’t able to position themselves with a well equipped smartphone. Thus, they were not in the considerationset in a rapidly growing sector In 2011 Sony aquired Ericssons stake and completed the acquisition in Febr. 2012